Williams Racing Teams Up with Super Group as Official Partner

Atlassian Williams Racing announced a landmark multi-year partnership with Super Group Limited (NYSE: SGHC), the parent company of the leading online sports betting and gaming brands Betway and Jackpot City yesterday. This collaboration comes as the team prepares to unveil its striking new race livery for the 2025 Formula 1 season.

As part of the agreement, both Betway and Jackpot City will have a strong presence on the FW47, the 2025 challenger driven by Alex Albon and Carlos Sainz. The highly anticipated livery will be revealed tomorrow at Formula 1’s groundbreaking season launch event at The O2 in London, marking an exciting moment for fans worldwide.

The partnership designates Super Group’s brands as Atlassian Williams Racing’s Official Betting Partner, Official Casino Partner, Official Gaming Partner, Official Score Partner, and Official Live Score Partner. This deal not only signifies Super Group’s first foray into Formula 1 but also reinforces its extensive sports sponsorship portfolio, which includes high-profile collaborations across the Premier League, La Liga, the NBA, and more.

Neal Menashe, Chief Executive Officer of Super Group, expressed his enthusiasm for the partnership: “We are delighted to enter the exhilarating world of Formula 1 by partnering with one of the most prestigious and storied teams in motorsport. The sport perfectly aligns with the high-energy entertainment that our brands provide to our global customer base. We look forward to seeing the Betway and Jackpot City logos featured at circuits around the world throughout the thrilling and diverse Grand Prix calendar.”

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This announcement builds on Williams’ impressive commercial growth as the team continues to strengthen in all areas in its pursuit of future championship success. Just last week, the team revealed a long-term title and technology partnership with Atlassian, ushering in a new era as Atlassian Williams Racing. For the 2025 season, the team has also secured a multi-year partnership with Santander and renewed its collaborations with key sponsors such as Duracell, Gulf Oil International, and Kraken.

James Bower, Commercial Director at Atlassian Williams Racing, welcomed Super Group to the team’s growing list of global partners: “We are pleased to introduce Super Group to the world of Formula 1 as an Official Partner of Atlassian Williams Racing. Williams is an icon of the sport, boasting a passionate global fan base of more than 700 million people across 200 territories. This partnership provides an incredible platform for Betway and Jackpot City to engage with F1 fans on a worldwide scale. Our award-winning, innovative, and fan-centric approach to partnership activations will ensure that this collaboration is both impactful and rewarding. We look forward to working closely with Super Group in 2025 and beyond.”

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With an expanding roster of strategic partners and a bold vision for the future, Atlassian Williams Racing is poised to make a significant impact both on and off the track in the 2025 Formula 1 season.